by Kirby Hasseman
Graphic design is about the eye and the mind. It’s about finding a new and creative way to solve an old problem. A trained designer will understand how to answer these questions and solve these problems in the best way possible.
But sometimes, a quick job or budget constraints mean that you may have to create the artwork yourself. In this case, there are also plenty of measurable skills that almost anyone can use to improve how the final product of their design will come out.
Print is a physical medium, so there are many practical problems that need to be considered when making your artwork. Today, we’re going to cover three things to consider due to the process of cutting, or trimming, the paper. In general, any print job is run on a sheet of paper larger than the final size. For example, if you are making a flyer that is 8 1/2″ x 11″, or the size of a sheet of copier paper, it will most likely be printed on a sheet of paper that is 9 1/2″ x 12″, give or take, and then trimmed down the final size afterward. This physical process gives some speed bumps to consider when creating artwork.
Margins
An easy way to ruin your final job is to put your content, like text or important images, close to the edge of the sheet. When setting up a page, it’s easy to look at your white space and think you can fill all of it with your artwork. This isn’t the case. There needs to be a margin on the sides, top, and bottom to avoid anything important being cut off. If your headlines or text get too close to the edges, they run the risk of being trimmed off by accident. In this case, the printer is not to blame for it, and you are left with a job that is basically unusable. A safe distance to put anything important on your page is at least 1/4 inch from the edge of the sheet. This will give the printer enough room to work with the wiggle in the sheets as they trim them down, without worrying too much about cutting anything off.
Bleeds
In print work, and color or background that is supposed to run to the edge of the page without white showing is called a “bleed”. In order to correctly get this effect, the image needs to “bleed” over the edge. This means that when the art is printed on the larger sheet, the background will be a little bigger than the trimmed size. This may sound like opposite advice from the margin section, but the difference is that the background shouldn’t have anything important, like pertinent information or images, it should be a simple color or an image that isn’t of absolute necessity.
Alignment
Another aspect to easily overlook is the alignment of the artwork. Are all the elements centered on the page, or are they a little farther left or right? This can wreak havoc on your design. Without properly centered artwork, the printer will cut it as sent, which will make your page look lopsided. Sometimes, printers will try to correct it for you and center the page, but this can lead to problems with bleed, or even frustration from the printer from dealing with troublesome artwork.
Simply following little guidelines like this will instantly make whatever you create begin to look more professional. But remember, whenever possible, you should hire a professional to make the most out of your project and show your company in the best light. When the need arises, remember we at Hasseman Marketing offer full-service design, start to finish. Give us an idea, and we will take it to new heights.
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by Kirby Hasseman
Video Marketing is one of the most effective and engaging ways that you can communicate with your audience. As technology has advanced, it has become more and more simple to create video content. However, there are many mistakes that you can make when deciding to pull out your camera to shoot a quick video. This post will only focus on 3 things that, in my opinion, can have a huge impact on the quality of your video. But, don’t fret, they are also some of the easiest to remedy.
1. Shaky Footage
No one wants to watch a video that looks like it was shot by a hyper dog that just heard the door bell ring. One super easy way to fix this one is to invest in a tripod and use it. It doesn’t have to be expensive. There are many options that you can find that will work great for under $25-30. If you plan on doing movements such as Panning and Tilting and you want them to be smooth, then look into getting one with a video head. (You will pay more for these but they are worth every penny when you are trying to get your shots to look as professional as possible.) If you are shooting hand-held. I.E. you have no tripod or you are doing something spur of the moment with your cell phone. Make sure that you are as steady as possible.**PRO TIP: Hold the phone with both hands, tuck your elbows into your ribs and stay locked into that position. Also remember, try to never be zoomed in when you are going hand held if you can help it. Nothing will make a video shaky more than zooming in and shooting hand held. This only accentuates the movements and makes everything look like you are shooting a Mad Max Fury Road chase scene.
2. Shooting in Portrait Mode
This is one of my biggest pet peeves. A simple turn of your phone onto it’s side will make a much better video.
You are holding your phone with both hands with your elbows tucked in after all right? (See Above.) So you should be using the example on the right. 
Black bars on the sides of your video are unacceptable and make you look amateur. It’s a simple fix. Turn your phone on it’s side before you click record.
3. Bad Sound
Another easy fix, but if you don’t think ahead about it can ruin your video. Be aware of your surroundings. Is it really windy outside where you are shooting? If so maybe go inside or go behind a building or something that can block that wind. Are you standing too far away so that the audio is not being picked up by your microphone? There are many things to consider when shooting. If you want to up your chances of getting better audio, invest in a microphone that is well suited for the type of shooting you plan to do. There are many options that I won’t go into, but in general if you are using an external microphone; it is probably better than the one built into your camera.
Of course, if you want our help, you can head here to find out how we can create professional video for your or your organization.
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by Kirby Hasseman
Any business owner will tell you, we get “hit up” for donations, sponsorships, and fundraisers on a daily basis.
It’s not a complaint…just a fact.
As a matter of fact, I take pride in the impact our company gets to make on our community. But I will say, sometimes it is easy to get overwhelmed. And when that happens, it is even easier to delete the emails, throw away the letters, or ignore the brochures.
The other day though, a friend of ours stopped by the office to discuss a school fundraiser with my wife. She brought the literature herself. She kindly explained it. She asked if we wanted to participate. So we did.
Who cares?
If you are in sales, you should. In this day and age of technology and speed, it is really easy to send an email to ask for the sale. You can send a letter to explain your USP. You can post your cause to Facebook and hope that people will come running. But if you really want to be effective, face to face is still a great way to sell.
As one of my early sales trainers told me…see the people!
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by Kirby Hasseman
Let’s start with a statistic. It will really make you think.
Studies show that 69% of customers who leave you (as a customer, donor, supporter, etc.) do so because of “perceived indifference.” They will leave you because they simply don’t think you care.
Seriously, think about that. Nearly 7 out of 10 lost customers come down to the fact that you didn’t show them that you gave a crap about them.
Customer Loyalty—The Stakes are High, But It’s in Your Control
This statistic both frightens and excites me.
On one hand, it means that my customers could leave me because I have just been careless and lazy. It means that if I am not careful, my competitors could swoop in and take my revenue…just by caring more! Am I doing enough to show my customers, regularly, that I sincerely appreciate their business? Are you? The question itself seems scary.
And yet, on the other hand, it is an entirely fixable (and improvable) situation. If I am not doing enough to show them, I can fix it! It is totally within my power to do so. That’s a good thing. I don’t have to wait for some cosmic shift in the economy, or some other outside force to change. This is something I can fix all by myself. I just need to care more, and then follow through with actions to demonstrate that I care.
Create Systems to Improve Customer Loyalty
On the third hand (is that even possible?) I see this statistic about perceived indifference as an opportunity. It means that most businesses—and likely my competitors—are NOT caring enough about their current customers. That means I (and now you) can create systems that allow you to gain market share…through caring! How cool is that?
So how do we do it?
Let’s talk about two very concrete ways to ensure your customers always know you appreciate them.
Two Strategies for Customer Retention
Start a Habit of Sending Thank You Cards
It’s funny. Sometimes the things that make a big difference in your customer’s eyes are the simplest.
- Send your customers a card on their birthday.
- Send them thank you cards for their business.
- Send them a holiday card.
- Send them a Thanksgiving card.
Most people open their mail standing over the trash can because all we get are bills and junk mail. A heartfelt thank you card really stands out.
The reason most people don’t send out cards regularly is they lack a system.
Let’s face it; most of us have good intentions. But those intentions go out the window when we can’t find the right kind of card, or we can’t find a stamp, or we don’t have the person’s address.
We need to schedule a specific time each day (or week) that we send out cards. One of my favorite practices is to try to create a reason to send out at least one thank you card each day. Sometimes I send a card to thank a customer for a purchase they made. Sometimes I send one to someone who helped me. It’s a fantastic practice.
Two things will happen. First, your customers will NEVER think you don’t appreciate them. And second, you will have a better attitude about life. If you spend every day trying to find something to be thankful for—guess what—you will become more grateful. That’s not a bad side benefit for doing something to help you increase your business! Now let’s talk about how to create customer retention with promotional products.
Send Quarterly “Thank You” Gifts to your Best Customers
If you are like most businesses, 20% of your customers or clients produce 80% of your sales. It’s not a universal rule, but it is surprising how often it is true.
So those 20% are the clients you REALLY want to show that you care. So, in addition to sending them a birthday card, a Thanksgiving card, and thank you cards, you want to reach out with something extra special at least once a quarter.
Start by establishing a budget.
How much are you willing to spend over the course of a year in order to say “thank you” to these top clients? Remember, these clients are your bread and butter. This is probably not the time to go cheap. How much you can afford to spend retaining your best clients will be different for every business, but, in my experience, you don’t have to break the bank.
Figured out how much you’re able to spend per year, per top client? Now, just for argument’s sake, let’s assume this number is $100 per year. That is, you’ve determined that it’s worth it to your business to spend $100 over the course of a year to say thank you to these top clients. Divide your number by 4. This means you have $25 per quarter to create some sort of gift to give to these clients.
This is more than just a nice gesture. This promotional gift shows your appreciation for them, and it also showcases your logo, reminding them each and every time they use the gift that you are a great company to work with! The trick is to tailor the gifts to your audience.
Start a quarterly thank-you gift program and you’re now “touching” these clients 4 more times a year with a tangible, useful piece of appreciation.
A Plan for Thanking Your Best Customers with Awesome Promotional Products
How does this work? Let’s give you an example. Let’s say you are an insurance agent who has a wide variety of customers. You have business professionals, farmers, families and more.
This diverse group of customers gives you an idea of things you do and don’t want to give. So, your quarterly gifts might look like this:
Quarter 1: Roadside Safety Flashlight. This makes sense because you are not only promoting your brand, but you are showing you care about your client on the road.
Quarter 2: High-End Travel Mug and Cooler Bag. This is a cool combo because your clients might be thinking of vacations or road trips for the warmer months. Great way to remind them that you are with them through the miles and smiles!
Quarter 3: BBQ Set. At this point they will be in barbecue season with tailgating just around the corner.
Quarter 4: Executive Calendar and Tumbler. These two gifts are sure to stand out in the office and the home.
Obviously, these are just a few ideas to get you thinking. There are thousands and thousands of options. But these are some cool things that transcend generations and gender.
Streamlining the Process of Ordering Promotional Products
Also, here’s a quick tip to make this easier for you.
Call your promotional products consultant (that’s us!) and tell them your plans. We’ll help you find the perfect products that fit your budget and will be genuinely appreciated by each of your top customers. To make it even easier, consider ordering all four quarterly products at once. Have them shipped to you about a month before you need them, which allows you to spread out the cost over the year.
Pre-ordering for the whole year, “poof!” creates a reminder system for you, so you remember it’s time to say “thanks” again to your best clients. When the boxes arrive it’s time to start!
There are lots of ways to thank your clients, to kick the problem of perceived indifference to the curb, and to spread marketing joy all year round.
Get creative too and have some fun thanking your customers. You will be glad you did!
This post is an adapted excerpt from my book, Delivering Marketing Joy.
You can find all of the content we create on our blog page here. If you want to create a marketing campaign that truly hits the TARGET, check out our FREE TARGET Marketing Playbook here.
by Kirby Hasseman
There is a large group of people hovering anxiously around a painted line in the road. There is an electric energy in the air as they look at their watches. Some of the participants are stretching and kicking their legs in order to get ready. There is a shout from the front of the group, “Runners! On your mark! Get Set!” Then a shot rings out and the group of runners dash away in a group of controlled chaos away from the start line.
There are fast runners, slow runners, walkers, and weekend warriors. All of them have come to challenge themselves at this latest 5k. And all of them will be raising money for a cause. There are thousands of ways that organizations raise money to increase funds and awareness. Local 5K races are popping up everywhere. Why? Mainly because they are (relatively) easy to plan and there is potential for funds for the organization. (It doesn’t hurt that the organization can promote healthy living AND increase awareness as well!). And there is one thing that all of these 5K’s have in common.
It’s all about the SWAG!
Usually, it’s the race t-shirt that runners covet. But it could be the race bag, race medal, or all of the above! Runners want to challenge themselves to see how fast they can run. And they want to do it in a group for socialization and recognition. But don’t kid yourself. They want the race shirt. The lesson here is that (when done right) promotional products can have a BIG impact on your organization’s next fundraiser. The concepts on how promotional products can affect a fundraiser are similar to how they can affect behavior for a business. But just to get your creative juices flowing, let’s discuss a few here.
Increasing Donations
One way I have seen non-profits successfully use promotional gifts to help in fundraisers is to incentivize higher giving. The organization will create “gift levels” that inspire donors to give a little bit more to get the nicer gift. Obviously, if you are going to employ this tactic, you need to have promotional incentives that move the meter! The key is to focus on things that have really high perceived value, without breaking the bank! But you can see this technique successfully used by everyone from Big Brothers/Big Sisters at Bowl For Kid’s Sake to your Public Radio and TV.
When creating a program like this, value is very important, but so is exclusivity. If you can create a promotional gift that is a “one of a kind” then you have a great chance at really affecting behavior! If you want donors to really step up their donation, then you better step up your game. Think outside of the box here! What about a custom “lettermen’s jacket” that is done in the organizational colors? What about a custom guitar? Think of an “award” type promo that can be considered a collectors gift, but can also promote your organization for years to come.
The lesson is, if you want a big result then make sure you are thinking big with your items!
Increasing Participants
At the end of the day, you want as many people involved with your fundraiser as possible. One of the best ways to increase your membership is to offer an incentive to “sign up.” As an example, my team and I are helped a local mud run to increase racers and ultimately, increase donations to our local park. The race itself has been going on for years and was well-respected for the course and the obstacles. Now we just need to increase the number of racers! So the first thing we did was to improve the quality of the race day t-shirt. Many 5K races (and other local races) default to a basic cotton t-shirt for their race day giveaway. And for certain races, that is fine. The problem is, most serious runners don’t wear a basic cotton t-shirt when they are running. They want a nicer “performance” t-shirt. So by improving the basic t-shirt element, you not only increase the likelihood they will wear the shirt later (and promote your event) but the shirt also becomes a reason to do your race, rather than another.
As a runner, I know this is a part of the discussion when choosing a race. The other thing we wanted to do was incentivize early sign-up. Having racers signed up earlier has several advantages. You can better plan for everything from water stations to parking to even that t-shirt order. In addition, you get money in earlier to fund your promotional efforts. So one year we gave away a basic drawstring backpack for the first 250 racers that signed up. That quickly increased early sign-ups and helped us promote the event overall!
Promotion of the Cause
Of course, the long-term effect of these promotions is you also get to promote your organization or cause! At the end of the day, the reason you are raising money in the first place is so you can make an impact! By promoting your organization (long term) you not only increase your reach, but you also make fundraising in the future easier and easier. Why? Because donors are more likely to give if they know and understand the mission and impact of your organization.
So whether you are planning a local 5k to raise $1000 or a huge capital campaign with the intent of raising $1 million, make sure you consider the impact of including promotional gifts in the mix.
If you want to create the perfect race, sign up below here our free guide for planning your next 5k.
by Kirby Hasseman
Let’s talk BEER! As Ben Franklin once said “Beer is proof that God loves us and wants us to be happy.” I agree! And if you want to market your company or organization, you might want to consider this demographic. Especially with the rapid growth of Craft Beer Drinkers in the United States, reaching beer drinkers is a great marketing goal!
So let’s take a look at some great promotional items that are sure to reach the beer drinkers heart.
SiliPint: What is the SiliPint? It is the world’s first Silicone pint glass…and it can’t be broken! You can dishwash it, drop it, freeze it, bake or even hit it with a golf club! You can’t break it! And as a good friend of me once said “Drunk people drop sh#&$%!” 🙂 If you want your message to be kept for a long time…the SiliPint might be a cool idea!
Offero Beer Glass: For the true Craft Beer drinker, this is a cool gift. (You may have seen this mentioned before on the Coffee Drinker blog too). The idea is the back of the cup is higher than the front so your nose is totally inside the cup. This enhances the smell and the taste of the beer. You might want to give this a whiff!
Classic Paddle Bottle Opener: If you get a nice 6 pack of beer, you will need an opener. And if you are like me, yours tend to walk off sometimes. So it’s great to get a nice one! This is a really great opener with a huge imprint area and plenty of color. I really like this one…and have it in my kitchen. Check it out here.
Govinno 16 oz Beer Glass: The award-winning Govino beer “glass” is actually not glass at all. It is made from a food-safe, BPA-free polymer, which reflects a beer’s color and projects its aromatics much like crystal. It’s ideal for lagers, ales and weissbiers too. So again…no breaking of your Beer Glass!
12 Can Duffel Cooler: In case you want to take a few cold ones to the beach or the lake or the game, this 12 Can Duffel Cooler can be perfect. It’s a great size because it’s easy to carry (not too big) but can hold several beverages (not too small). I use this cooler bag all the time!
64 oz Growler: If you know a Craft Beer Drinker, then you know someone that wants a Growler! The Growler is the perfect vessel to transport a beer from a microbrewery to home. Great to try new beers…and great to get beers you love when you go back. Check this one out here. Now these are just a few! Let me know if there are other products that I forgot! Cheers! Want more great content like this? Sign up for our VIP list! Get access to our weekly content and special deals…by simply going here! Sign up today!
